According to the FAQ, although it looks like a 2-cross spoke pattern, it actually is a 3-cross.

Originally Posted by industry9

Why the two cross spoke pattern? Isn’t a three-cross stronger?

While visually our wheels have two crosses, technically they are a three-cross pattern. Three-cross has been the standard for hardy wheel builds since time immemorial. The spokes of an Industry Nine wheel actually cross where they are threaded into the hub. Combine this feature with a fairly large flange width, and our wheels again achieve the best of both worlds – laterally and torsionally stiff.

I can see the subtitle now:
For the biker with more money than sense...

All I can say is please don't judge them UNTIL you have tried them. I have the mtn wheels (26 and 29) and they are by far the stiffest wheel I have ever ridden off-road (in 15 years of riding). You don't have to take my word for it. Google around and you will find similar opinions.

Not I9's, but don't let the pros know how much their wheels flex. There may be a riot.